Over the past three articles regarding Benefit Statements, we’ve also looked at when they are and are not appropriate.
One place they are appropriate, which we haven’t yet discussed, is when you are attending some type of formal event where you are asked — along with everyone else — to stand up and provide your commercial. There are numerous occasions when this could happen and I’m sure you’ve experienced many of them.
I’m not referring here to a weekly meeting with many of the same people in attendance, such as BNI, the world’s largest networking and referral exchange organization. In this situation, people are well-taught to develop relationships with one another and the weekly commercial or Benefit Statement is simply part of it.
I’m speaking more about those events where the host goes around the room and asks everyone to stand up one at a time and tell everyone what they do.
Certainly, having a well-crafted, finely-tuned Benefit Statement is important here…isn’t it?
Please allow me to once again be a bit contrarian. While I believe you should indeed have an excellent and effective Benefit Statement and be ready to communicate it, I still don’t believe it’s going to make a huge difference.
First, because, while you are nervous about standing up and giving your Benefit Statement; thus focused on it and not listening to those giving theirs, pretty much everyone else in the room is nervous about standing up and giving their Benefit Statement; thus focused on it and not listening to yours.
Second, even if they are listening, they don’t care any more — and perhaps even less — than they would if you just met them one-on-one.
So, how do you elicit their interest in you and what you do? Well, you don’t. Or, I should say, at least you don’t make that your focus. Instead, you meet them one-on-one sometime during the event or after it, and approach your conversation the same way you would in any situation; by focusing on them and their business. Proceed from there as you would with anyone with whom you choose to cultivate a Networking relationship.
Let’s end with what I believe it the most important point of this entire series.
The key to a successful Benefit Statement:
Understanding that, when it comes right down to it, your Benefit Statement is secondary to building a relationship based on “know, like and trust.” That comes first. And, until that happens, the most cleverly put together Benefit Statement in the world will lead nowhere.
After the relationship begins to develop? Then, the impact of a good Benefit Statement will be accelerated, as will the relationship itself!